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the companies have to change their strategyTo adapt in this new marketplace.

there are many companies are developing multicultural marketing programs, which are combinations of the marketing mix that reflect the unique attitudes, ancestry, communication preferences, and lifestyles of different races.

Culture A second social force, culture, incorporates the set of values, ideas, and

attitudes that are learned and shared among the members of a group. Because many of the elements of culture influence consumer buying patterns, monitoring national and global cultural trends is important for marketing.

Changing Values Culture also includes values, which vary with age but tend to

be very similar for men and women. All age groups.

over all. the companies have to creat product and advertisement that influnce in those groups and cultures.

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